Q: In the age of D2C, how does TV home shopping provide you with an advantage over your competitors?

A: Home Shopping can be a real advantage in your D2C strategy. First, you reach a highly selective audience that is ready to buy. If your message or presentation resonates with the audience, you sell a large amount of product in a very short time to consumers you probably wouldn't reach otherwise.

Because it is live TV most of the time, it gives you instant feedback on how your message resonates with the audience and you can adjust accordingly. This insight brings great learning for creating ads when you actually pay for the airtime or digital media. We actually implement the learning in all kinds of consumer communications such as newsletters, thank-you notes, etc.

Q: When we talk about leveraging the original YouTube, what does that mean?

A: For me, it means creating engaging video content where you truly speak “directly” to your audience about how your product works, who you are at a company and so on. Authenticity is the key to it -- very similar to live TV Home Shopping where the audience is looking also for authenticity rather than “produced” content.

Q: What will you be talking about in Tahoe?

A: I will be talking about how Home Shopping TV works today where pretty much all brands are engaged in some kind of D2C. I also plan to share some key learning we’ve gotten over the last year since Pour Moi launched and how we have implemented this learning in our digital strategy.